Audi got some laughs on Sunday when, during the Super Bowl blackout, the luxury brand's official Twitter account joked that it would bring some of its signature LED headlights to help illuminate the darkened Mercedes Benz-sponsored Superdome.

It was a jab at one of Audi's main German competitors, of course, but the joke worked because the high-efficiency bulbs have become one of Audi's design signatures. The brand is hardly alone in using LEDs, but no one has adopted them as widely as Audi, which uses them to give each model distinctive running lights.

"They should be called Audi lights," Audi of America President Scott Keogh boasted last week during a speech at the Washington Auto Show.

Audi now has another lighting evolution in mind. But the brand needs help from safety regulators to bring the technology to the American market.

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